Six marketing tweaks for a successful peaks

Peak season can feel like a make-or-break moment in travel. Either you planned for it months ago and are calmly counting down the days – or you’re playing catch-up with campaigns, offers and content.

 

The good news? Even if you’re in the latter camp, there’s still time to influence your online enquiries and bookings. You don’t need to overhaul your marketing plan or blow your budget; a few smart tweaks can help you reach customers when they’re looking to book.

 

Here are six quick wins to sharpen your digital performance.

 

1. Boost what’s already working

 

Agents can feel pressure to publish fresh online content every week, but sometimes the smartest move is to double down on what’s already proved popular.

 

If a social post, blog or offer has performed well before, give it another moment in the spotlight – especially if it’s still relevant. Your audience may have missed it the first time around, and a small paid boost can make it fly again.

 

Even Amazon has reused one of its old festive ads this year – if it’s good enough for them, it’s good enough for us.

 

2. Warm up your email list

 

Timing is everything. Before the peak booking rush hits in January, start nurturing your customer base now.

 

A short series of friendly, useful emails – think destination ideas, travel inspiration or gentle reminders about early booking perks – keeps you top of mind without going heavy on sales. 

 

When January arrives, you’ll be the first brand they think of.

 

3. Focus on your hero destinations and products

 

Before peak season hits, take a moment to review which destinations and products are drawing the most attention – not just online, but in-store and on social media. 

 

These are your “hero” offerings, and they deserve the spotlight.

 

Create simple, high-impact landing pages or refreshed blog posts around them, spotlighting reasons to visit now, what’s new, or insider tips from your team. If a destination or itinerary is trending, align your marketing quickly so you’re part of the conversation.

 

By focusing on what travellers are already excited about, you can channel your time and budget where it’s most likely to convert.

 

4. Get your data foundations right

 

If you’re running paid search or social campaigns, ensure your tracking and data are feeding back correctly to Google and Meta. Without accurate signals, those platforms can’t help you find the right audience efficiently – meaning wasted budget.

 

Sort this out before the January surge and you’ll convert more bookings for less spend. Wait until Q1 and you’ll be fixing problems while everyone else is cashing in.

 

5. Build a small bank of video assets

 

Customers are consuming more video content than ever when researching holidays, whether it’s a quick 10-second reel or a 60-second destination overview. Strong photography still matters, but a few well-shot videos can transform your visibility and engagement.

 

Short, story-led clips about destinations, cruise ships or in-store expertise can work wonders on Instagram, TikTok and YouTube. Agents who show rather than tell will stand out.

 

6. Test your key pages

 

When peak traffic hits, you want your website to convert every possible enquiry. This isn’t about redesigning everything; it’s about small refinements.

 

Try tweaking button copy (“Book now” versus “Check availability”), making enquiry forms simpler and ensuring pages load quickly on mobile. Even the smallest improvement in usability can lift

conversion rates.

 

The best-performing travel brands and agents rarely wait for January to act – they fine-tune what’s already working, nurture their most engaged audiences and repurpose their strongest content to maximum effect.

 

Success in peaks comes from doing the right things, brilliantly and consistently. Those who start making small, smart moves now will be the ones celebrating big results in early 2026.